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Himalaya ad leaves beaten track for toothpastes

Conceptualised by Soho Square Bangalore, the campaign challenges ‘formated’ toothpaste advertising

BestMediaInfo Bureau | Delhi | March 6, 2013

Himalaya Healthcare is only the third company to have launched a range of toothpastes in the market. A new campaign, conceptualised by Soho Square, is currently on air for Himalaya’s new Complete Care Toothpaste.

The USP of Himalaya Complete Care Toothpaste is that the product has rich natural antioxidants that not only kill germs but also neutralise toxins left behind by germs in the mouth, leading to healthy gums and strong teeth.

The plot of the new commercial is a charming exchange between a child and her mother about what the child learnt in school that day. It hinges around how a child’s curiosity often baffles adults and makes them think and re-examine what they are doing.

The story is set in a real-life like situation. A mother is putting away groceries from her shopping bag and a child who has just returned from school, is telling her mother about what she learnt that day. The interesting exchange between the mother and the child forms the cornerstone of the plot.

 

Rajesh Krishnamurthy, Business Head, Himalaya Healthcare, said, “We wanted the agency to move away from stereotypical ways of selling toothpastes in the market. We had a unique proposition and we wanted to communicate our USP in a novel manner, to gain consumer attention. Our brief to the agency was to break the norms and tell the rather hard-working Antioxidant story in a captivating manner.”

 

Shenaz Bapooji, Head of Office, Soho Square, said, “We had a lot to achieve from this ad. Communicate to consumers that Himalaya has launched new toothpaste with a differentiated positioning; that it is an antioxidant toothpaste; that antioxidants do more than just kill germs; and tell that story in a clutter-breaking manner since most toothpaste ads are boring and very typical.”

Bapooji added, “The ‘Aunty’ oxidant idea we cracked, was an instant hit amongst all at the agency and client end, as it was sharp and helped showcase the superiority of the product and yet, managed to tell the story in a compelling way. We are extremely excited about this idea as it challenges ‘formated’ toothpaste advertising and gets the consumer to think.”

The new commercial takes the conversation away from the typical dentist commercials to a more identifiable plot where a mother is catching up with her child on what she learnt in school that day. The ad is refreshing, devoid of dentists, brand ambassadors or waves flowing out of a person's mouth that is so common to the category.

A high decibel campaign which comprises a media mix of national TVC, on ground promotions, print and retail POS is planned around the launch.

The TVC:

[youtube]http://www.youtube.com/watch?v=W_WVooABYFM[/youtube]

Credits

Client: Himalaya Healthcare

Agency:  Soho Square Bangalore

Agency Team: C Ravikumar, Manoj Jacob, Shenaz Bapooji, Anoop Ancil, Nirmal Nair

Client Team: Rajesh Krishnamurthy, Ramakant Sista, Sushil Goswami

Production House: Silver Hammer

Directors - Vinod and Amit

 

Info@BestMediaInfo.com

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